INTEGRATED CAMPAIGN

The project objective was to build the Arizona BBB’s membership base, improve membership retention and increase consumer use of the BBB and its services.

Analytics
Research revealed that consumers actively using BBB services were heavily skewed to an older population.

Imagination
To entice the younger generation to use BBB services, an integrated outdoor, radio, television and print advertising campaign was developed using a hip and humorous “That’s Crazy” theme. Consumers learned they’d be crazy not to contact the BBB before conducting business with a company. Businesses learned that consumers are checking prospective vendors and partners through the BBB and they’d be crazy not to join.

Results
The campaign achieved an overall return on investment of 282%. New memberships exceeded campaign goals by 110%. Membership retention exceeded goals by 36%.

The BBB is a private, not-for-profit organization that provides services and programs to assist area consumers and businesses.